A PICTURE SPEAKS A THOUSAND WORDS, 2 by The Chase for Paul Thompson Photography

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A PICTURE SPEAKS A THOUSAND WORDS, 2

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Industry Photo Development
Media Design & Branding
Market United Kingdom
Agency The Chase
Creative Director Peter Richardson
Copywriter Jim Davies, Nick Asbury
Typographer Harry Heptonstall
Released January 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: PAUL THOMPSON
Product/Service: PHOTOGRAPHY
Agency: THE CHASE CREATIVE CONSULTANCY
Date of First Appearance: Jan 4 2011
Entrant Company: THE CHASE CREATIVE CONSULTANCY, Manchester, UNITED KINGDOM
Entry URL: http://www.paulthompsonstudio.com/
Creative Director/Copywriter: Ben Casey (The Chase)
Creative Director: Peter Richardson (The Chase)
Typographer/Copywriter: Lionel Hatch (The Chase)
Typographer: Harry Heptonstall (The Chase)
Copywriter: Jim Davies
Copywriter: Nick Asbury
Artworker: Rachel Pratt (The Chase)
Media placement: Postcards - Sent To Clients And Potential Clients - 4 Jan 2011–
Describe the brief from the client
Paul Thompson, a London based photographer asked us to consider designing a second DM campaign following the success of our last campaign with him. He asked us for something different from the typical
direct mail pieces that people receive from photographers.
Describe the challenges and key objectives
The main objective was to make Paul stand out from the crowd and to drive people to his website.
Describe how you arrived at the final design
Our approach was to focus on the personality of the photographer rather than his work. After all most photographer's are capable of taking good shots. What really makes the difference is them - the relationship between art director, client and photographer is key. 
We developed an idea which wouldn't feature photographs at all. Just a beautiful and engaging description, which was exactly 1,000 words. This would encourage the recipient to go to his website and discover the picture it described. Each description is set to exactly the same proportions as the picture and uses a typeface which mirrors the subject.
Give some indication of how successful the outcome was in the market
Early indications have shown there has been an increase in traffic to Paul Thompson's website as well as an increase in enquiries about his services.